Branding forKimbara premium waygu, Japanese-style beef from Kimberly, Australia. The design is minimalist, mostly black and white, and relies on typography and calligraphy to make it distinctive. Two display typefaces are combined:Ergonfor the main wordmark andChapfor titles and headlines. From the words ofBlock, the branding studio behind the project: The brand is built from contrast. Japanese bloodlines, raised in the wilds of the Kimberley. Refined craft, grounded in rugged country. Kimbara’s identity draws directly from this terrain – a mineral-rich palette inspired by the region’s iconic black rock formations. At its heart is the Wagyu itself, introduced through a bespoke logomark based on the Japanese character for ‘GYU’ (cow). To bring this to life, master Japanese calligrapherMaki Shimanowas commissioned. Her brushstrokes – elegant, angular and expressive – gave the mark both cultural resonance and visual power. Paired with a bold, modern wordmark, the final identity is a collision of heritage and place. It speaks fluent Wagyu, but with an unmistakable Australian accent. The website was built byStartand additionally usesTT Commonsfor small text.
This typography communicates refined brutalism — a sophisticated collision of Japanese precision and Australian ruggedness. The angular geometry of Ergon creates architectural authority while Chap's bold display presence adds editorial gravitas, together expressing premium craft that's both culturally rooted and geographically distinctive.
Ergon's sharp, angular letterforms echo the "mineral-rich palette" and "black rock formations" described in the brief, while its geometric precision references Japanese design principles. Chap provides typographic weight and presence for headlines, its robust character complementing the angular wordmark. The pairing creates visual tension that mirrors the brand's core narrative of Japanese heritage meeting Australian landscape.
The Ergon-Chap pairing creates productive tension between geometric precision and typographic authority. Ergon's angular, mineral-like qualities establish the primary brand voice, while Chap's editorial weight provides hierarchical contrast for supporting content. This creates a sophisticated information architecture that feels both premium and purposeful.